In today’s weak economy, persistent marketing is more important than ever for remodelers, according to speakers at the Remodeling Show in Chicago earlier this month, and businesses can conduct their own grassroots public relations relatively inexpensively.

Robert Criner, of Criner Remodeling, in Yorktown, Va., said that he has tripled his budget to find customers and now spends 25%-35% of his time on marketing.

People-to-people networking is one of the most valuable marketing strategies out there, and making presentations for groups like a local Lions Club, or at the Remodeling Show, can establish a remodeler’s professional credentials and also bring in business.

Criner said that one seminar resulted in $100,000 in new work coming his way. In making presentations, he said, remodelers should skip the sales pitch and focus on what’s useful and informative for the audience.

Linking with various associations is another way to network. Affiliation with local and national organizations can raise the profiles of remodelers and give them extra credibility in the eyes of potential clients.

Participating on local boards is another good networking idea, demonstrating involvement in the community.

Doug Walter, of Doug Walter Architects in Denver, said that in lieu of charging clients for visiting their site he asks them to write a check to a local charity, which enables him to raise $2,000 to $3,000 a year in donations through his company.

Criner and Walter discussed a number of other fairly easy ways of drumming up new remodeling business:

• Personalized marketing. Birthday and holiday cards can increase the company’s profile with new potential customers and help stay in touch with previous clients.
  
  Walter draws attention to houses he has worked on by sending out postcards of them decorated for the holidays.
  
  Remodelers should prepare a marketing calendar for the entire year. If there are a couple of months where not much is scheduled, mailings should be used to fill the gap.
  
  
• Press releases. Local papers are often looking for content, but the key is finding the hook they might be interested in — such as current remodeling trends, or the top five projects home owners are undertaking.
  
  Criner and Walter noted that it can take time to cultivate a relationship with a newspaper, and remodelers shouldn’t be discouraged if releases aren’t at first getting picked up.
  
  Both discouraged spending money on advertising, which is costly and often ineffective.
  
  
• Awards. These are another way for remodelers to get their names in the press, creating publicity that can attract new clients.
  
  If there are no local awards programs, Criner and Walter said, a remodeler can create them. That’s what they did in their respective areas.
  
  Remodelers also have an opportunity to compete for awards in a multitude of categories as a benefit of membership in local and national professional organizations, such as NAHB, they said.
  
  Among the do’s and don'ts of entering a remodeling awards competition, Walter stressed the importance of investing in professional photography, which is much cheaper nowadays and can be used for multiple purposes afterwards — on the company’s website or in marketing brochures.
  
  Before and after shots should be provided to highlight what was accomplished by the remodeling project.
  
  For a full list of the do’s and don’ts, click here.
  
  
• Electronic marketing. A top-quality, good looking website is essential for remodelers because it is one of the first places prospects look when researching contractors.
  
  Third-party testimonials are an imperative for promoting business on the site.
  
  Remodelers should also consider establishing a presence on social media sites — such as Facebook, Twitter and Linkedin — which are visited by many potential customers.

For more information, email Stephanie Pagan at NAHB, or call her at 800-368-5242 x8254.

Learn How to Run a Successful Remodeling Company

“The Paper Trail: Systems and Forms for a Well-Run Remodeling Company,” available through NAHB BuilderBooks, shows how to use proven management systems to run a successful remodeling company.

The publication includes a CD containing 160 essential forms and documents — culled from successful remodelers across the country — that you can customize to suit your business needs.

To view or purchase this publication online, click here, or call 800-223-2665.

'How to Find a Professional Remodeler' Brochures Available at BuilderBooks.com

"How to Find a Professional Remodeler," available at NAHB BuilderBooks, promotes the professionalism of your remodeling business by offering a wealth of valuable advice to customers on the process of selecting a remodeler.

The newly updated brochure highlights the before and after photos of the most frequently remolded rooms in the house.

To view or purchase this publication online, click here, or call 800-223-2665.